Main Article Content
Manuscript type: Research paper
Research aims: This study aims to investigate the role of short-form
video content (SVC) in the association between marketing capabilities,
influencers, and business brand engagement performance.
Design/Methodology/Approach: Data was collected from 146 business
owners and managers of private businesses from the central business
district areas of the lower northern province of Thailand. A partial least
square structure equation modelling (PLS-SEM) analysis was performed
to examine the proposed relationships.
Research findings: The findings indicate that SVCs enabled brand
engagement and resulted in increased satisfaction with the influencer
experience. The study found a positive relationship between marketing
capabilities, SVCs, influencers, and brand engagement performance.
Theoretical contribution/Originality: This study also contributes by
providing empirical evidence of the mediation of short-form video
content in the relationship between marketing capabilities and brand
performance, thus suggesting that, in terms of the resource-based
view (RBV), SVCs integrated with marketing capabilities contribute to
fostering influencers to promote brand perception values into competitive
advantage, while influencers are reaffirmed as having a positive impact
on brand performance. Practitioner/Policy implications: This research also provides a practical
outlook for businesses to better understand the adoption of SVCs
at an initial stage and important practical implications for business
entrepreneurs, managers, and practitioners regarding the use of SVCs to
improve brand engagement performance.
Research limitation: First, this study was limited by its focus on primary
data collected using a survey approach. Therefore, future research
may need to emphasise more subjective rather than objective research.
Second, as this study focuses on top executives and higher levels of
marketing managers, it could introduce potential biases. Further research,
through the use of multiple informants (i.e., IT managers, lower-level
frontline staff, etc.) in each business with well-rounded perspectives,
could provide a deeper insight into the issues regarding such initiatives.
Finally, more constructs related to the proposed research framework can